In 2000, I co-authored an industry-focused book about marketing called Building Profits in the Construction Industry. Recently I was asked to update it for a new publisher.

As I read through the 140 pages I had written nine years ago, I was amazed how little I would change. Granted, the chapter titled, "Marketing for the Web" needed serious revising, but the chapters on developing a marketing communication plan, marketing materials, and getting publicity all remained essentially the same.

That's because my contention was that by developing a good plan - clearly identifying your goals, objectives, target audiences, competitive advantages and creative strategy statement-the proper marketing tactics practically decide themselves.

That is particularly relevant today when there are so many communication options available for executing a promotional campaign - especially the many Web 2.0 tools that are available.

Rather than jumping on the Twitter bandwagon or developing a Facebook page because "it's the thing to do," you need to measure each tactic against your marketing communication plan by asking questions like: "Will it accomplish my goals and objectives?" "Will it reach my target audience?" "Is it consistent with my creative strategy statement?"

By asking those questions, you will know whether to use "old school" methods like direct mail, print advertising or publicity, or integrate newer tools like blogs, wikis or social networking sites - or use a combination.

It's really not that complicated, as long as you do your strategic planning up front.

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